Supercharge Growth Using Ideal Customer Profiles

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Until you clearly define your Ideal Customer Profile, you simply can’t know what Marketing Channels, Modalities, Methods, Messaging, or Growth Hacks to use.

You'll end up using what you're comfortable with, what your team has experience with, or what seems cheapest and you'll have to hope that intersects with your customers.

Once you get clear on your Ideal Customer Profile, you can leverage that understanding in everything from the features and functionality of the product or services you create, to the words you use and the emotion you invoke or tap into in your marketing, and watch as your growth trajectory takes off.

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Supercharge Growth Using Ideal Customer Profiles

  1. 1. HOW TO SUPERCHARGE YOUR GROWTH USING IDEAL CUSTOMER PROFILES Lincoln Murphy, Founder Sixteen Ventures
  2. 2. In this session we’ll cover… Why does this even matter? 1 2 Identify your Ideal Customer 3 Enter the Conversation 4 The Scientific Method 5 Dirty Little Secret
  3. 3. I’ve got a DIRTY little secret Stick around... I’ll share it at the end
  4. 4. WHY DOES THIS EVEN MATTER? http://sixteenventures.com/ideal-customer-profile
  5. 5. Most People START with TACTICS That’s where most people go wrong. Don’t be most people. http://sixteenventures.com/ideal-customer-profile
  6. 6. START with Your Customers! Then develop PERSONAS in that order http://sixteenventures.com/ideal-customer-profile
  7. 7. TARGET specific Customers Even though FOMO is telling you NOT to do this. http://sixteenventures.com/ideal-customer-profile
  8. 8. MARKETING channels will appear Okay, it might take some work, but the results will be worth it! http://sixteenventures.com/ideal-customer-profile
  9. 9. IDENTIFY YOUR IDEAL CUSTOMER http://sixteenventures.com/ideal-customer-profile
  10. 10.  Ready  Willing  Able  Success Potential  Acquisition Efficiency  Expansion Potential  Advocacy Potential IDEAL CUSTOMER PROFILE http://sixteenventures.com/ideal-customer-profile
  11. 11. SITUATIONALAWARENESS Situational Awareness
  12. 12. Situational Definition What’s your Goal? What’s the Time Frame? http://sixteenventures.com/ideal-customer-profile
  13. 13. IDEAL CUSTOMER PROFILE  Ready  Willing  Able  Success Potential  Acquisition Efficiency  Expansion Potential  Advocacy Potential http://sixteenventures.com/ideal-customer-profile
  14. 14. Input: Success Potential Some customers are more likely to be successful than others http://sixteenventures.com/ideal-customer-profile
  15. 15. Input: Acquisition Potential Some customers are easier to reach and faster to close.
  16. 16. Input: Expansion Potential Some customers will use more and more and more… http://sixteenventures.com/ideal-customer-profile
  17. 17. Input: Advocacy Potential Some customers will tell others about your product. http://sixteenventures.com/ideal-customer-profile
  18. 18. You CAN’T REALLY KNOW what Marketing Channels, Pitch, Pricing, or Messaging to use UNTIL you are clear on your Ideal Customer Profile. http://sixteenventures.com/ideal-customer-profile
  19. 19. 1. Ideal Customer Profile 2. Persona Development 3. Empathy Mapping 4.Distribution / Outreach THE PROPER ORDER http://sixteenventures.com/ideal-customer-profile
  20. 20. ENTER THE CONVERSATION http://sixteenventures.com/ideal-customer-profile
  21. 21. Customer Success = “Helping your customers achieve their Desired Outcome through the use of your product.” http://sixteenventures.com/ideal-customer-profile
  22. 22. Desired Outcome consists of two parts: Required Outcome and Appropriate Experience http://sixteenventures.com/ideal-customer-profile
  23. 23. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier http://sixteenventures.com/ideal-customer-profile
  24. 24. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937 http://sixteenventures.com/ideal-customer-profile
  25. 25. Success = Their Desired Outcome http://sixteenventures.com/ideal-customer-profile
  26. 26. Success = Their Desired Outcome http://sixteenventures.com/ideal-customer-profile
  27. 27. For BOTH the Company & Personas http://sixteenventures.com/ideal-customer-profile
  28. 28. THE SCIENTIFIC METHOD http://sixteenventures.com/ideal-customer-profile
  29. 29. Observation  Hypothesis  Test Then you either pivot or double-down on what’s working http://sixteenventures.com/ideal-customer-profile
  30. 30. Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal? http://sixteenventures.com/ideal-customer-profile
  31. 31. You CAN Run Multiple Tests The only REAL constraint is on resources and customer knowledge http://sixteenventures.com/ideal-customer-profile
  32. 32. My DIRTY little secret is… Even "ugly" designs and “bad” copy WILL work when super-targeted http://sixteenventures.com/ideal-customer-profile
  33. 33. @lincolnmurphy Lincoln Murphy, Founder Sixteen Ventures

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